There are a lot of ways to market a brand and this is something that regularly evolves. As technology and advertising evolve, businesses have to continually change their approach to marketing. Whereas traditional advertising methods were once hugely effective, they don’t quite pack the same punch anymore. In today’s digital and online world, it’s all about influencer marketing. Though relatively new, influencer marketing is already gaining popularity and proving itself as a marketing technique worth considering.
What is Influencer Marketing?
If you haven’t used influencer marketing before, you might be wondering what it is, how it works and why it’s such an important part of building a recognisable brand online. Influencer marketing is a digital marketing strategy that utilises the popularity and credibility of individuals, known as influencers. These are people with a significant online following, made up of loyal fans and followers, all of whom are likely to pay attention to what that individual does. Influencer marketing uses influencers to promote products, services or brands.
Influencers are found on various social media platforms including Instagram, YouTube, Twitter and TikTok. The main focus of influencer marketing is using influencers to connect with specific audiences in a personal and relatable way. This can positively influence purchasing decisions, as people are more likely to buy a specific product or service after an influencer has been seen using it.
The Benefits of Using Influencer Marketing to Promote Your Brand
There are a lot of benefits that come with influencer marketing, which is why it’s a technique that businesses and brands in a variety of industries are embracing. Here are some of the key advantages of using influencer marketing to promote your brand.
- Build Credibility and Trust – Influencers have built trust and credibility with their followers. When they endorse a product, service or brand, it can significantly boost your business’ credibility in the eyes of their audience. Simply, people are more likely to trust your business if someone they respect has endorsed you.
- Targeted Audience Reach – With influencer marketing, it’s relatively easy to reach a targeted audience. As a business, you can choose influencers whose followers align with your target demographic. This ensures that your message reaches the right audience, and is seen by those who are likely to be interested in what you have to offer.
- Boosted Engagement – Influencer marketing often leads to higher engagement rates compared to traditional advertising, making it hugely worthwhile. Online audiences are more likely to interact with content from someone they follow and admire, boosting engagement and reach.
- Improved Authenticity – Influencers create content in their unique style, making the promotion feel more authentic and less like a traditional advertisement. Not only does this make the marketing feel a lot more authentic and ‘real’ but it also makes it more interesting for viewers, as it’s in line with what they expect from that individual influencer.
- Increased Brand Awareness – Partnering with influencers can increase your brand’s visibility quickly, achieving speedy results that are hard to achieve in any other way online. With one successful influencer collaboration, a brand can blow up overnight. Influencers can introduce your brand to their followers, helping you gain a broader audience.
- Content Variety – Influencers are skilled content creators, to the point that many have turned content creation into a full-time career. Collaborating with them can bring fresh, innovative and creative content to your marketing strategy.
How Does Using Influencer Marketing to Promote Your Brand Work?
- Identify Your Marketing Goals – Begin by defining your digital marketing goals. Think about if you want to increase brand awareness, increase sales or release a new product. Your goals will help you to choose the right influencer and campaign strategy.
- Identify Relevant Influencers – You can’t simply choose the first influencer that you think of, as you need to identify influencers that align with your brand’s values and target audience. Ensure that your content style and audience demographics match your brand.
- Build Relationships – Building relationships is a key part of influencer marketing. Reach out to chosen influencers and start by building genuine relationships, you can do this by engaging with their content and reaching out professionally. Explain your brand’s values and how the collaboration is mutually beneficial.
- Create a Collaboration Agreement – Draft a clear and mutually beneficial collaboration agreement, and ensure all parties are in agreement. Define the scope of work, the compensation, the timeline and any exclusivity clauses.
- Discuss Content Creation – It’s important to allow influencers creative freedom to create content that feels authentic to them, whilst also providing them with any important brand guidelines. Influencers know their audience best, and they are likely to know what will work and what won’t work for them.
- Analyse and Optimise – After the campaign, analyse the results against your initial goals to determine how successful your influencer marketing efforts have been. Think about what worked well, and what can be improved. Use these insights to perfect future influencer marketing efforts.
Influencer marketing can be a game changer for a business, and it offers a unique and authentic way to connect with your target audience. However, with so much to think about when you are running a business, it often makes sense to hand your digital marketing needs over to a professional team. This is where we come in. At Profici, we provide a wide range of digital marketing services, including influencer marketing. We know what it takes to succeed as a business in today’s digital world, and we tailor our approach to your business, audience and marketing goals. Contact us today to find out more.
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